Missi Varner Marketing Case Analysis 5 Dell Goes Back to its PC Roots Case Summary Dell, a computer company based in round Rock, TX, is a computer company that originally made a name by selling personal computers directly to consumers through its website, phone orders, and catalogs. In an industry where technology is rapidly changing and companies are expanding their product lines, Dell seized the opportunity to expand their product mix by adding new products such as flat screen televisions and small digital music players similar to the Apple iPod. Within their five years of growth, Dell became the number three consumer brand in the U.S. Unfortunately, although they invested a considerable amount of marketing research and time, their strategy didn't succeed. Dell ultimately had to change the direction of the company. Because the PC industry has grown into the maturity stage, other companies such as Apple and Hewlett Packard have explored other industries and have become major competitors. In addition, Apple, Blackberry, Nokia, and Android have developed such advanced smart phones that they take the place of the smallest Dell handheld computer as well as featuring multi-device capabilities. These devices can be used at mini computers, MP3 players, and televisions. This has forced Dell to go back to the drawing board to rethink their strategy for their line of personal computers. By improving customer service and making production more cost effective, Dell is hoping to regain their spot at the top of the PC industry. Key Marketing Issues Product Mix – The composite, or total, group of products that an organization makes available to customers.

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